Mullick: Why Unilever Partnered  CAF for Men and Women’s Football

In a game-changing partnership, Unilever’s Personal Care brands, Rexona, Axe and Dove were recently unveiled as official sponsors of the recently concluded TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 and the forthcoming TotalEnergies CAF Women’s Africa Cup of Nations Morocco 2024. In this interview, Anirban Mullick, General Manager & Business Unit Head for Africa, Unilever International speaks on the partnership and how it will impact football in Africa. AYODEJI AKE brings excerpts….

What motivated Unilever International to partner CAF and become the official sponsor of the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 and TotalEnergies CAF Women’s Africa Cup of Nations Morocco 2024?

Football is a way of life in Africa, and the partnership with CAF gives Unilever International the chance to engage with a large audience through our personal care brands.  With Rexona, we are on a mission to inspire confidence in everyone to move more and be active. The partnership allows us to further this aim while engaging a wide set of consumers.  By supporting women’s football, we are not only fostering a more equitable playing field but also sending a powerful message of solidarity and respect for all individuals, regardless of gender.

How does Unilever International plan to leverage its partnership with CAF to engage with a diverse audience through Unilever Personal Care brands Rexona, Axe, and Dove?

By sponsoring the CAF Africa Cup of Nations Côte d’Ivoire 2023, Unilever is building on its rich history as a major partner of football events and competitions in Africa and Worldwide. The association has opened an avenue of opportunities including building a brand experience across multiple touchpoints with digital and social media; driving a purposeful brand message and most importantly; co-supporting and growing local football initiatives in the continent. As part of our growth journey in Africa, we are increasing our footprint through digital commerce and direct-to-consumer capabilities to seed and incubate niche premium brands in the continent. 

What impact does Unilever International foresee this partnership having on African football and its global competitiveness and appeal to fans and viewers?

This partnership is strategic to our commitment of building purposeful brands in Africa and engaging a large native and global football fan base.  Beyond sponsorship, we aim to develop football talent and communities, drive an inspiring message of diversity and inclusivity in the sport while creating a world- class experience for consumers through our personal care brands – Rexona, Dove and Axe. 

What significance does this partnership hold for Unilever’s history as a major partner of football events and competitions, both in Africa and globally?

Through our football partnerships, we open more forums to advocate for equity, resources and opportunities in the game and beyond. The aim remains to encourage diversity and inclusivity in sports, equipping budding athletes with the right tools and skills they need to grow and achieve. Our existing social impact programmes support this mission including the Rexona Breaking Limits Programme targeted at disadvantaged youth, empowering with the confidence and strength to move however they want by breaking down the barriers holding them back. There is also the Dove ‘Body Confident Sport’ programme– first-of-its-kind online coaching programme is focused towards building body confidence in next generation girls. The idea is to inspire young people to be more driven, active in sports with confidence and strength. 

How does Unilever International plan to measure the success of this partnership with CAF, both in terms of brand engagement and impact on African football?

The success of the partnership lies in the number of people we reach through our on-ground initiatives such as product sampling, in-store activations and broadcast, as well as the impact generated among the larger African consumer base.  

What message would you like to convey to the consumers and football enthusiasts in the participating countries about Unilever International’s commitment to supporting African football through this partnership? 

Unilever International recognises the power and beauty of football as a universal language that unites people across borders, cultures, and gender. As we embark on this journey together, we want to emphasize our unwavering commitment to inclusivity and equality in the world of football.

Looking ahead, does Unilever have any further plans to collaborate with CAF or other sporting organizations in promoting its brands and engaging with fans across Africa and beyond?

Unilever has a long-standing association with football and will continue to support the sport via various strategic partnerships while creating a deeper and more meaningful connection with our audience.